The chain is known for its version of St. Louis-style pizza, which is common in the area and features provel cheese—a combination of cheddar, swiss, and provolone with a low melting point and gooey texture.[2] The restaurants also sell an assortment of salads, appetizers, and desserts. The chain joined in on the trend of selling desserts that can be made in a pizza oven. While mostly found in the St. Louis area, the franchised pizzerias are also found scattered throughout select locations in the Midwest.

As of November 2012, Imo's was ranked the 35th largest pizza chain in the United States; the chain tallied gross sales of $74.7 million.[4] Cecil Whittaker's Pizza and Elicia's Pizza are two competing local chains.